I HC NGOI THNGKHOA KINH T V KINH DOANH QUC T

Tiu lun:LI TH CNH TRANH CA DNG SN PHM IPHONE CA APPLE TRN TH TRNG IN THOI CM NGNhm thc hin: Nhm s 3M sinh vin1. T Th Kim Phng (nhm trng)09510101862. Phm Th Anh o09510103933. Nguyn Quc Khnh09510101274. Nguyn Th Kim Lin09510103065. L Th Thanh Mai09510106406. Trn Th Thu Thanh0951010202Gio vin hng dn: Thy V Hong VitH Ni, ngy 9 thng 11 nm 2011M UT khi c Martin Cooper - cu Tng gim c n v h thng ca Motorola pht minh ra nm 1973 n nay, chic in thoi di ng tr thnh mt vt khng th thiu ca con ngi. T mt cc gch thc s vi cn nng 2,5kg n by gi chic in thoi di ng rt khc c v hnh dng v chc nng, tr thnh mt thit b phc v c lc cho cuc sng v tc ng mnh m vo thi quen sng ca mi ngi. Chnh bi l do m th trng in thoi di ng ang c coi l mt th trng y tim nng v lun n cha nhng bt ng th v. Trc khi Apple cho ra mt phin bn iPhone u tin nm 2007 th cuc chy ua ca cc hng in thoi di ng trong ngnh kh trm lng. S ra i ca phin bn iPhone u tin ny c xem nh l mt cuc cch mng thc s, khng ch lm thay i tm vc ca Apple m cn thay i c lch s qu trnh pht trin ca th trng in thoi di ng.iPhone thc tnh cc hng di ng khc, to nn mt cuc ua y quyt lit trn th trng in thoi cm ng, ng nh nhng g m Steve Jobs ni trong bui ra mt chic iPhone phin bn u tin ti Macworld Expo 2007: Ngy hm nay, chng ta s pht minh li in thoi.Thnh cng v tm nh hng vt sc mong i vi dng sn phm iPhone ca Apple trn th trng in thoi di ng ni chung v th trng in thoi cm ng ni ring t ra mt du hi ln cho cc nh khoa hc, cc nh qun tr cng nh cc nh kinh t: u l nguyn nhn dn ti s thnh cng ny? Xut pht t m hnh nm ngun lc cnh tranh ca Michael Porter , chng em tin hnh nghin cu ti Li th cnh tranh ca dng sn phm iPhone ca Apple trn th trng in thoi cm ng vi mong mun c th tm c cu tr li cho cu hi trn.Do hn ch v kin thc bi tiu lun khng trnh khi nhng sai st, chng em rt mong nhn c kin ng gp ca thy c gio bi tiu lun c th hon thin hn.Chng em xin chn thnh cm n!

NI DUNGC s khoa hc: M hnh nm ngun lc cnh tranh ca Michael Porter

i th cnh tranh (Rivalry)Nh cung cp(Suppliers)Cc sn phm thay th (Substitutes)i th tim nng (New Entrants)Khch hng(Buyers)Michael Porter l nh qun tr chin lc ni ting ca trng i hc Harvard, nh hoch nh chin lc v cnh tranh hng u th gii hin nay. ng chnh l cha ca chin lc cnh tranh trong kinh doanh. Trong cun sch Competitive Strategy: Techniques Analyzing Industries and Competitors, ng a ra nhn nh v 5 ngun lc cnh tranh trong mi ngnh sn xut kinh doanh, bao gm:

Khch hngTheo Michael Porter, khch hng l mt ngun lc nh hng trc tip ti s hot ng sn xut kinh doanh ca doanh nghip. Khch hng lun to ra p lc v gi c, cht lng sn phm, dch v ca doanh nghip. Khch hng iu khin p lc cnh tranh trong ngnh thng qua quyt nh mua hng ca mnh. Nh cung cpSc p cnh tranh ca cc nh cung cp th hin nhiu c im, trong c cc c trng c bn sau: Mc tp trung ca cc nh cung cp th hin quy m v s lng cc nh cung cp. S lng cc nh cung cp quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh ni chung v doanh nghip ni ring. Nu th trng c mt nh cung cp ln s to nn p lc cnh tranh mnh nh hng ti sn xut ca ton ngnh. Ngc li, khi trn th trng th phn ca cc nh cung ng c chia nh th sc p cnh tranh s c gim xung, kh nng nh hng ti ngnh ca mt nh cung ng l khng nhiu. Tm quan trng ca nh cung ng th hin s lng sn phm m h cung ng, s khc bit v sn phm cung ng, kh nng thay th ca cc nh cung cp, chi ph chuyn i ca cc doanh nghip trong ngnh. S hiu bit thng tin v nh cung cp cng gip cho doanh nghip c quyt nh ng n nht v s la chn nh cung cp. Cc sn phm thay thCc sn phm, dch v thay th l nhng sn phm v dch v c th tha mn nhu cu tng ng ca cc sn phm dch v trong cng ngnh.p lc cnh tranh ngy cng mnh m khi kh nng b thay th ca sn phm, dch v ngy cng tng. Tnh cht khc bit ca sn phm cng ln th to nn sc mnh cnh tranh so vi cc sn phm thay th cng cao. Tuy nhin, ngy nay vi trnh khoa hc k thut ngy cng pht trin nhanh chng, cc sn phm thay th ngy cng c chiu hng gia tng, lm cho sc p cnh tranh v sn phm thay th cng tr nn mnh m i vi cc doanh nghip trong ngnh. i th cnh tranhTrong mt ngnh th cc yu t to nn sc p cnh tranh ln cc doanh nghip l: Tnh trng thc ti ca ngnh, bao gm nhu cu, tc tng trng ca ngnh, s lng i th cnh tranh trong ngnh, mc quan trng ca ngnh Cu trc ca ngnh c th l phn tn hoc tp trung. Trong , ngnh c cu trc phn tn l ngnh c nhiu doanh nghip tham gia kinh doanh nhng khng c doanh nghip no c kh nng chi phi cc doanh nghip khc. Ngc li, ngnh c cu trc tp trung l ngnh c mt vi doanh nghip c kh nng chi phi n cc doanh nghip trong ngnh v nh hng mnh n ngnh. Cc ro cn rt lui khi ngnhKhi cng cnh tranh ca ngnh ngy cng gay gt th khch hng ngy cng c tn trng hn, cc doanh nghip cng phi n lc thay i p ng tt hn nhu cu ca khch hng. Cc i th tim nngMichael Porter cho rng cc i th tim n chnh l cc doanh nghip cha tham gia vo ngnh nhng c th nh hng n ngnh trong tng li. i th tim nng t hay nhiu, p lc h gy ra cho ngnh mnh hay yu cn ph thuc vo nhiu yu t: Sc hp dn ca ngnh, c th hin qua t sut li nhun ca ngnh; s lng khch hng ca ngnh, tc tng trng ca ngnh v cc doanh nghip trong ngnh. Cc ro cn xm nhp ngnh nh: vn, khoa hc k thut, h thng thng mi bao gm h thng phn phi, h thng khch hng, thng hiu, cc ngun lc mang tnh c th nh bng cp, pht minh sng ch, ngun nhn lc, s bo h ca chnh ph, nguyn liu u vo b kim sotTt c nhng ro cn xm nhp ngnh u lm cho doanh nghip tn km chi ph nhiu hn v kh khn hn. Tuy nhin, ty thuc vo ngnh doanh nghip tham gia s c tng ro cn gia nhp c th.

Phn tch li th cnh tranh ca iPhoneCng vi s pht trin ca khoa hc cng ngh trn ton th gii, th trng in thoi di ng - mt thit b cng ngh khng th thiu trong cuc sng hin i ngy nay, cng khng ngng pht trin c v s lng ln cht lng. T nm 2005 n nm 2010, s lng in thoi di ng c tiu th tng 95,6% (t 816.6 triu chic nm 2005 ln 1596.8 triu chic nm 2010).Bng 1: S in thoi di ng phn phi ti ngi tiu dng cui cng trn ton th gii giai on 2005 2010n v: 1000 chicNm200520062007200820092010

S lng816,562.9990,862.51,152,839.81,222,252.91,211,239.61,596,802.4

T l tng/ gim (%)-21.316.36.0-0.931.8

Ngun: GartnerNm 2007, nh du mt ct mc quan trng khi con s tiu th in thoi di ng trn ton th gii vt mc 1 t chic. V y cng l nm chng kin s ra i ca chic in thoi cm ng u tin ca Apple (iPhone). S ra i ca iPhone c xem nh mt cuc cch mng thc s i vi th trng in thoi cm ng (Smartphone). Bng 2: S lng Smartphone phn phi ti ngi tiu dng cui cng trn ton th gii giai on 2007 2010n v: 1000 chicCompany2007 Sales2007 Market Share (%)2008 Sales2008 Market Share (%)2009 Sales2009 Market Share (%)2010 Sales2010 Market Share (%)

Symbian77,684.063.572,933.552.480,878.346.9111,576.737.6

AndroidNANA640.50.56,798.43.967,224.522.7

Research In Motion11,767.79.623,149.016.634,346.619.947,451.616

iPhone OS3,302.62.711,417.58.224,889.714.446,598.315.7

Microsoft14,698.01216,498.111.815,031.08.712,378.24.2

Other OSsNANA14,649.310.510,432.16.111,417.33.8

Total122,315.6100139,287.9100172,376.1100296,646.6100

Ngun: GartnerTheo s liu thng k ca Gartner (Bng 2), ta c th thy th trng Smartphone ang pht trin mnh m. S lng Smartphone tiu th trn ton th gii tng 142,5% trong vng 4 nm (t 122.3 triu chic nm 2007 ln 296.6 triu chic nm 2010; tng ng vi 10.6% tng s in thoi di ng c tiu th trn ton th gii nm 2007 ln 18.6% nm 2010). c bit, cc sn phm iPhone ca Apple - sn phm khi ngun cho cuc chy ua trn th trng Smartphone gia cc hng sn xut in thoi di ng vi nhau, cng c nhng t ph trong s lng tiu th qua cc qu.Biu 1: S lng tiu th ca iPhone trn ton th gii t qu 3 nm 2007 n qu 2 nm 2011*Ch : S liu thng k da trn s liu trong cc bo co ti chnh gia nin ca tp on Apple. Theo kt qu nghin cu ca cng ty nghin cu Gartner, tng ng vi cc con s tuyt i v s lng tiu th trn th th phn ca iPhone trn th trng Smartphone cng khng ngng tng ln, c th t 2.7% nm 2007 ln 15.7% vo nm 2010. V n qu 2 nm 2011 th phn ca iPhone trn th trng ny l 18.2%.Cu hi t ra l iu g to nn li th cnh tranh cho sn phm iPhone ca Apple so vi cc sn phm khc ca Blackberry, Samsung, LG, Motorola hay HTC?Ta s i tm cu tr li cho cu hi trn da trn m hnh 5 ngun lc cnh tranh ca Michael Porter.Trc ht, khch hng (Buyers) em li li th g cho sn phm iPhone ca Apple?Qua nhng con s v doanh s bn hng ca sn phm iPhone trong cc bo co ti chnh ca Apple (biu 1), c mt iu d dng nhn thy l iPhone c mt th trng tiu th rng ln.Xt ring trn th trng M, vi s dn 311 triu ngi tnh n ngy 3 thng 4 nm 2011 - ng th 3 th gii ch sau Trung Quc v n , M l mt th trng tiu th khng l i vi tt c cc hng sn xut in thoi khng ring g Apple.Theo mt nghin cu mi y c thc hin biPriceGrabber nm 2011 vi gn 3,000 ngi tham gia, c t nht 35% ngi tiu dng M s mua cc th h tip theoca dng in thoi thngminhdo Apple sn xut khi n c pht hnh.Cuc kho st cng cho bit trong s 35% ngi d nh s mua sn phm iPhone 5 th 51% s mua trong nm u tin, 30% s mua my trong nm 2011, 14% s mua trong thng u tin v 7% s mua sn phm ngay trong tun u tin khi sn phm ra mt.Cng theo kt qu ca nghin cu trn, khch hng cng a ra mt s iu m mnh mong mun c t cc sn phm iPhone sau ny: 59% mun c mt tui th pin tt hn. 55% mun gim chi ph t vic mua sn phm. 46% mun kt ni 4G. 45% mun c mt mn hnh ln hn. 42% mun mt chic in thoi ging nh mt chic my nh.Ti s kin ra mt hm 4/10/2011 va qua, mc d khng phi l iPhone 5 nh mi ngi vn mong i, nhng iPhone 4S c cu hnh hn hn iPhone 4, vichip A5, RAM 1GB, camera 8 Megapixel vi kh nng quay video HD chun 1080p, kh nng nhn dng ging ni Siri. Nh vy c th thy, vi nhng thng tin y v th trng ca mnh, Apple khng ch cho ra mt cc sn phm p ng c hu ht nhng mong mun ca ngi tiu dng m cn khng ngng nghin cu, pht trin c th a ra nhng sn phm vt ngoi sc tng tng ca chng ta. C l y l iu lm cho gii cng ngh v ngi tiu dng lun ngng ch cc sn phm ca Apple n vy.Vi hn 4 triu my ti tay ngi tiu dng ch trong vng 3 ngy t 14/10/2011 n 17/10/2011 trn 7 th trng ln: M, Canada, c, Anh, Php, c v Nht Bn; iPhone 4S to ra mt k lc mi trn th trng Smartphone.Ti sao iPhone li c mt th trng tiu th ln n nh vy?Vi hn 35 nm hnh thnh v pht trin, cng vi s dn dt ti tnh ca ng thy ph thy Steve Jobs to nn mt thng hiu Apple hng u th gii vi gi tr thng hiu 33.5 t la M nm 2011 - ng th 8 trong top 10 thng hiu ln nht th gii theo nh gi ca hng t vn Interbrand. Nh , Apple to cho mnh mt danh sch khch hng trung thnh - nhng ngi lun sn sng mua cc sn phm cng ngh mi nht ca Apple. Hn na, vi chin lc a dng ha c s khch hng thng qua vic gi thng tin cc sn phm cho nhng khch hng cha h quen bit, hay vic thng qua cc trang mng x hi nh Facebook, Twitter, MySpace, bin mt lng ln cc khch hng o thnh khch hng tht. y chnh l mt phn li gii thch cho con s 18.2% th phn trn th trng in thoi cm ng ton th gii ca Apple trong qu 2 nm 2011 ny.Nhn t th hai c cp n trong m hnh 5 ngun lc cnh tranh ca M.Porter chnh l nh cung cp (Suppliers). h tr cho vic sn xut v phn phi sn phm iPhone, Apple phi nh n s gip ca rt nhiu cc nh sn xut linh ph kin ln trn th gii nh: Foxconn, Pegatrol Technology, Samsung, Toshiba, TPK Holdings, Wintek, OmniVision, Intel, ; cng cc nh mng ln nh AT&T, Verizon Communications, Sprint Nextel, Cng vi s pht trin ca th trng in thoi ni chung v th trng Smartphone ni ring, ngnh sn xut linh ph kin in t cng phi c s pht trin vt bc. Chnh s cnh tranh nhau v gi c, cht lng v kh nng p ng cc yu cu ca cc tp on ln sn xut in thoi di ng nh Apple, Blackberry, Microsoft, gip cho Apple lun c c nhng linh kin tt nht trong vic to ra cc sn phm iPhone ca mnh.Khng ch cc nh sn xut linh kin in t, ngay c cc nh mng cng phi b ra nhng khon tin khng l ln ti hng t USD c c quyn phn phi cc sn phm iPhone mi nht ca Apple. Nh vy, vi quy m v thng hiu Apple c gy dng trong hn 35 nm ca mnh th quyn lc ca cc nh cung cp hu nh b loi b.Cu hi tip theo c t ra l, nhn t cc sn phm thay th (Substitutes) mang li li th g cho iPhone?Trong bi cnh pht trin khng ngng ca tt c cc ngnh sn xut kinh doanh nh hin nay, cuc chin gi c l iu tt yu xy ra gia cc nh sn xut, kinh doanh trong cng ngnh gi c th phn v tc tng trng ca mnh. V vy, hin nay Apple khng cn l hng chuyn sn xut nhng thit b cng ngh le lot ch trang tr m gi li qu t nh trong nhng nm 1990, m ngc li pht trin Apple cng tham gia vo cuc chin gi c ny.Vi t nht 199 USD v hp ng cam kt s dng dch v khng dy ca cc nh mng cung cp trong 2 nm, ta hon ton c th s hu mt chic iPhone 4S smartphone mi nht ca Apple. Tuy nhin, bn cng c th mua cc smartphone mi nht ca cc i th cnh tranh ca Apple nhng vi mc gi cao hn hay tm mua cc sn phm t t hn cc sn phm ca Apple nhng vi cu hnh v thit k t c sc v tinh t hn.Bng 3: Gi bn ca cc sn phm iPhone v mt s sn phm thay th vo thng 10 nm 2011 ti th trng Hoa KiPhoneSn phm thay th

iPhone 3GS$0 Droid Bionic (Motorola)$300

iPhone 4 8GB$99 Samsung Galaxy SII$230

iPhone 4S 16GB$199 HTC Amaze 4G$260

iPhone 4S 32GB$299 Blackberry Torch 9850$199

iPhone 4S 64GB$399

Ngun: T tng hp*Ch : Gi trn i km vi iu kin cam kt s dng cc dch v khng dy ca cc nh mng cung cp trong vng 2 nm.c bit, vi cc sn phm iPhone 3GS, khch hng s c pht min ph nu cam kt s dng dch v ca nh mng cung cp trong 2 nm. Mc gi m Apple a ra ny khng ch to ra cn st trn th trng i vi cc sn phm iPhone 4S mi ra mt ngy 4/10/2011 m cn to nn c cn st i vi sn phm iPhone 3GS ra mt t thng 6 nm 2009.V sao Apple c th a ra mc gi cnh tranh ny cho cc sn phm ca mnh?Vi mc gi liu Apple c th b p li nhng chi ph b ra c c cc sn phm iPhone ca mnh hay khng?Cu tr li nm kh nng tn dng quy m sn xut v vic tn dng ti a mi lin kt dc gia chui cung ng u vo, khu marketing v c khu phn phi sn phm ca Apple. Vi vic b mt khon tin u t khng l cho vic sn xut cc linh kin v mua li quyn s dng cc linh kin trong mt khong thi gian nht nh (thng t 6 - 36 thng) v sau l quyn hng chit khu thng mi, Apple to mt khong cch cng ngh ln i vi cc i th ca mnh. V khi cc i th kp bt kp vi cng ngh th Apple c th h gi thnh sn phm nh quyn hng chit khu thng mi kia ca mnh.Hn na vic k hp ng vi cc nh mng phn phi sn phm cho mnh cng lm cho mc gi m Apple a ra cho cc sn phm iPhone l kh hp dn. Khi sn phm iPhone u tin ca Apple c ra mt nm 2007, mc gi m h a ra cho sn phm ny lc by gi l 599 USD (y l mc gi kh sc dnh cho mt chic in thoi ti th trng M lc ni m ngi tiu dng qu quen thuc vi nhng chic in thoi gi r, c cc nh mng tr gi v i li l mt hp ng cam kt s dng dch v khng dy lu di). iu ng ngc nhin l n nm 2008, khi phin bn iPhone 3G ra i, vi s tr gi t nh mng phn phi, mc gi m Apple a ra ch l 199 USD. thu c li nhun t vic tri buc khch hng bng cc hp ng dch v mng khng dy, cc hng dch v mng ny phi tr cho Apple mt s tin khng nh cho nhng chic iPhone mi nht (khong 600 USD cho mt chic theo c tnh ca cc chuyn gia). Theo tin tc t Wall Street Journal, u thng 10/2011, hng vin thng ln th ba th gii, Sprint Nextel phi tr 20 t USD cho Apple c c quyn phn phi 30 triu chic iPhone mi nht trong 4 nm ti (n nm 2014).Nh vy, Apple lun l ngi i trc cc i th cnh tranh ca mnh v c cng ngh v gi c. y chnh l mt li th cnh tranh rt ln ca Apple, v cng chnh l li th ca cc sn phm iPhone trn th trng Smartphone.Cc i th cnh tranh ca Apple (Rivalry)Bng 4: Th phn ca th trng Smartphone phn theo h iu hnh (OS) giai on 2007 2015n v: %H iu hnh20072008200920102011 (D on)2015 (D on)

Symbian63.552.446.937.619.20.1

Research In Motion9.616.619.916.013.411.1

iPhone OS2.78.214.415.719.417.2

AndroidNA0.53.922.738.548.8

Microsoft Windows Mobile12.011.88.74.25.619.5

OthersNA10.56.13.83.93.3

Tng s smartphone bn ra122 triu139 triu172 triu297 triu468 triu631 triu

Ngun: GartnerQuy m ca th trng in thoi cm ng trn th gii khng ngng gia tng, t 122 triu sn phm nm 2007 ln 297 triu sn phm nm 2010 (tng 143.4%). Tuy nhin, th trng ny hu nh li nm trong tay mt s hng sn xut in thoi di ng ln nh Apple, Samsung, Motorola, Blackberry, HTC, LG. Theo d liu ca Gartner (bng 4), mc d c th phn tng i ln trn th trng Smartphone (16.0% nm 2010) nhng Blackberry ang dn tut mt ming bnh th phn ca mnh v Gartner d on n nm 2015 th con s ny ch cn l 11.1%. H iu hnh Symbian tng thng tr th trng in thoi di ng trong nhng nm trc y th by gi tut dc thm hi, v d on n nm 2015, th phn ca Symbian trn th trng Smartphone ch cn l 0.1%. S pht trin ca Microsoft Windows Mobile th khng n inh. Nh vy, i th nng k nht hin nay ca h iu hnh iOS ca Apple chnh l h iu hnh Android ca Google, vi 22.7% th phn th trng Smartphone nm 2010 v con s d bo cho nm 2015 l 48.8%; trong khi , con s ny ca Apple ch l 15.7% nm 2010 v 17.2% vo nm 2015. iu ny l gii ti sao trong thi gian gn y (t thng 3/2010), Apple tch cc y mnh cuc chin php l v quyn s hu tr tu vi cc hng sn xut in thoi s dng h iu hnh Android nh HTC, Motorola hay Samsung. Khng ch dng li cc v kin, Apple cn khng ngn ngi bt tay vi chnh i th ca mnh Microsoft v mt s cng ty khc mua li 880 bng sng ch t cng ty Novell tuyn b ph sn vo thng 12/2010 v 6,000 bng sng ch ca cng ty Nortel ph sn vo thng 7/2011. Vi s lng bn quyn m Microsoft v Apple ang nm gi, hai tp on ny ang hy vng s thu c 15 USD tin ph bn quyn cho mi thit b Android. iu ny s lm cho li th gi r ca sn phm Android b nh hng khng nh.Chin lc ngi dng th hin c tnh vi dch v iTunes, iCloud ca Apple cng vi thng hiu qu to, Apple to nn s khc bit cho cc sn phm iPhone ca mnh. y l iu m kh c i th no c th vt qua c iPhone ti thi im hin nay.Cui cng, ta s xt xem nhn t th nm m M.Porter cp n trong m hnh 5 ngun lc cnh tranh ca mnh cc i th tim nng (New Entrants) c tc ng nh th no n li th cnh tranh ca iPhone. Mt iu d nhn thy l vi th trng nm trong tay hu ht nhng hng sn xut ln, c nhiu kinh nghim, v thng hiu (nh Apple, Blackberry, Motorola, HTC, Samsung, LG) nh trn th trng Smartphone hin nay th vic mt nh sn xut mi mun ra nhp th trng ny l v cng kh khn. Liu c hng sn xut in thoi mi no c th to ra nhng sn phm c tnh nng vt tri, kiu dng thit k bt mt m c th a ra mc gi hp dn nh cc sn phm iPhone ca Apple? Hn na, vi s lng bng sng ch ca mnh (hn 10,000 bng sng ch), chc chn hin ti, khng mt nh sn xut mi no c th vt qua c cuc chin v quyn s hu tr tu ca Apple nu mun gia nhp th trng Smartphone ny.V vy, c th ni nhn t th nm ny trong tng lai gn hu nh khng to ra p lc cnh tranh cho cc sn phm iPhone ca Apple.

KT LUNVic nghin cu, p dng m hnh nm ngun lc cnh tranh ca Michael Porter phn no gii thch c nhng nguyn nhn to nn nhng li th cnh tranh ca dng sn phm iPhone ca Apple hin nay trn th trng in thoi cm ng ni ring v th trng in thoi di ng ni chung. T nhng p lc v khch hng, cc sn phm thay th v cc i th cnh tranh trong ngnh gip cho Apple c nhng chin lc sn xut kinh doanh ca ring mnh v tr thnh nh sn xut in thoi thng minh hng u th gii, chim c th phn ln trong th trng in thoi di ng ton cu. y l mt thnh cng rt ln khi m Apple mi ch ra nhp th trng in thoi di ng cha y bn nm , bt u bng qu bom tn iPhone t nm 2007.Khng th ph nhn c rng iPhone v ang to ra cn st trn ton th gii, ngy cng p ng c s mong i ca nhng khch hng trung thnh v ngi hm m cc sn phm ca Apple. Vi th trng tiu th y tim nng, lun i trc cc i th v cng ngh v gi c, cng vi nhng chin lc kinh doanh to bo ging nh t tng Think different (Ngh khc i) ca v c CEO ti ba Steve Jobs, Apple ang ngy cng nng cao c li th cnh tranh ca mnh m cc hng ln khc kh lng vt qua c. Chc chn rng Apple s cn tin xa hn na vi a con tinh thn iPhone v cc sn phm cng ngh khc ca mnh nh iPod, iPad, iMac,

TI LIU THAM KHOGio trnh Kinh t Ngoi thng ca GS.TS. Bi Xun Lu PGS.TS. Nguyn Hu Khi, NXB Thng tin v Truyn thng nm 2010.Competitive Strategy: Techniques Analyzing Industries and Competitors, Micheal E. Porter, published by Paperback in 2004http://www.gartner.com/it/page.jsp?id=501734http://www.gartner.com/it/page.jsp?id=612207http://www.gartner.com/it/page.jsp?id=904729http://www.gartner.com/it/page.jsp?id=910112http://www.gartner.com/it/page.jsp?id=1306513http://www.gartner.com/it/page.jsp?id=1543014http://www.gartner.com/it/page.jsp?id=1764714http://www.apple.com/pr/library/2007/07/25Apple-Reports-Third-Quarter-Results.htmlhttp://www.apple.com/pr/library/2007/10/22Apple-Reports-Fourth-Quarter-Results.htmlhttp://www.apple.com/pr/library/2008/01/22Apple-Reports-First-Quarter-Results.htmlhttp://www.apple.com/pr/library/2008/04/23Apple-Reports-Record-Second-Quarter-Results.htmlhttp://www.apple.com/pr/library/2008/07/21Apple-Reports-Record-Third-Quarter-Results.htmlhttp://www.apple.com/pr/library/2008/10/21Apple-Reports-Fourth-Quarter-Results.htmlhttp://www.apple.com/pr/library/2009/01/21Apple-Reports-First-Quarter-Results.htmlhttp://www.apple.com/pr/library/2009/04/22Apple-Reports-Second-Quarter-Results.htmlhttp://www.apple.com/pr/library/2009/07/21Apple-Reports-Third-Quarter-Results.htmlhttp://www.apple.com/pr/library/2009/10/19Apple-Reports-Fourth-Quarter-Results.htmlhttp://www.apple.com/pr/library/2011/01/18Apple-Reports-First-Quarter-Results.htmlhttp://www.apple.com/pr/library/2011/04/20Apple-Reports-Second-Quarter-Results.htmlTrang 2